social customer service lessons learned
DESCRIPTION
Delivered at the Call Center World in Berlin in February 2012. This is a collection of experiences made by myself and colleagues during the last 18 months while working with clients attempting to blend their social interactions with their customer service teams.TRANSCRIPT
Lessons Learned in Integrating a Social Customer Service
Andrew Maher Strategic Consulting
@serviceplease20
#callcenterworld
© 2012 Avaya Inc. All rights reserved. 2
Presenting Today – Andrew Maher
Andrew Maher is a 20 year veteran of the customer experience arena. For over 17 years he has been working with Avaya‟s clients across the globe.
He is an award winning leader in the area of new media and its role within enterprises and their interactions with customers. When consulting with clients Andrew describes himself as B2B2C focused, his concern is of his customer‟s customers. As a certified social media strategist he is addressing the CxOs of Fortune 100s to develop with them the needs of this up and coming interaction channel.
Andrew is based in Frankfurt, Germany.
He can most easily be found on Twitter as @serviceplease20 where he talks about the Enterprise 2.0, Customer Service and what a Social Business really is.
© 2012 Avaya Inc. All rights reserved. 3 3
The „Social Call“ Integration in relation to…
>100 years
25 years
9y
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How is social media used?
Support
• Customer Service
Sales
• From cold calls • To relationship selling
Product Management
• Crowd Sourcing • Product Launches
HR
• Recruiting • Talent Dev.
Marketing
• Broadcasting • Research • X-functional support
© 2012 Avaya Inc. All rights reserved. 5
HELLO NEIGHBOR! LESSON # 1
Hello Neighbor!
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Gartner recommends
“an organized effort
between the heads of
IT, Customer Service &
Marketing” Marketing
Contact Center
IT
Source: Anna Drennan for Conversocial™ - 2012: The Year Social Marketing and Social Customer Service Get Cozy
© 2012 Avaya Inc. All rights reserved. 7
Tasks appeared during project, surprised most
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But confirmed Gartner„s statement
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HELLO NEIGHBOR! LESSON # 2
What„s holding them back?
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#1 Fear – answering the social call will cause more anger
#2 Bandwidth – not enough people to put to the task
Source: Jay Baer on Convince and Convert - www.convinceandconvert.com
© 2012 Avaya Inc. All rights reserved. 12
#2 Bandwidth – can be solved by applying the right tools
#1 Fear – less than 7% of comments are truly negative*
Source: * Social Media Academy, Palo Alto - study of 800 corporations
© 2012 Avaya Inc. All rights reserved. 13
HELLO NEIGHBOR! LESSON # 3
But are you ready?
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Companies have no Social Customer Service Strategy defined
© 2012 Avaya Inc. All rights reserved. 15
Steps towards Social Engagement Readiness
Opportunity: Does
engaging in Social Media
make sense for my
company?
Current Landscape:
Applicability, competition,
industry, competitive
opportunity
Plug into Customer Care
capabilities and insert
“Social” with the rest of the
interaction points
What does the information
tell us and how can we
achieve our objectives?
1
Custo
mer
Awareness 2
Current
State &
Objectives
3 Engage
4
Integrate
Expand
Listen
Plan to handle
scale with
accuracy and
integrity
Learn
7 The operation is now
ready for scale. Team is
Social Ready and capable
of expansion
6
What is being said?
Who is saying it?
Where is it being said?
Social Media
integrated with
customer
engagement
process
Where are we going and
how is Social Media going
to help get us there?
5
© 2012 Avaya Inc. All rights reserved. 16
HELLO NEIGHBOR! LESSON # 4
„We„ve got that already“
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Understanding the difference
Monitoring Tools
Social Integration
Tools
Social
Media
Community Mgt.
© 2012 Avaya Inc. All rights reserved. 18
Understanding the difference
Different tools for differing purposes
– Marketing
– Support
– Servicing
Must cooporate
Some overlap will exist
Only one step on the social business map
Monitoring Tools
Social Integration
Tools
Social
Media
Community Mgt.
Avaya Integration
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HELLO NEIGHBOR! LESSON # 5
So, what„s going to happen?
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Situations we have seen
Executive decision:
“We must get on
Facebook”
Call Center “not
willing to accept
just more work”
Marketing not ready
to “let some agents
loose on our
Facebook page”
Marketing “overwhelmed” with the social
customer
© 2012 Avaya Inc. All rights reserved. 21
Things to plan for
Reporting and KPIs:
what needs to be
measured & how
Recovery plan,
recovery plan,
recovery plan
Agent readiness:
Will require new
skills, tools &
empowerment
Include others LOBs in
improving your social service
© 2012 Avaya Inc. All rights reserved. 22
HELLO NEIGHBOR! LESSON # 6
How to do it & Why would I?
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Searching for the needle
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ROI on Social Media Investments
68% of companies don‟t know or can‟t measure if they received ROI! ?
TSIA 2009 Social Media & Technology Services Survey
Some or full ROI received,
17%
No ROI so far or no ROI,
15% Don't know or
unable to measure, 68%
© 2012 Avaya Inc. All rights reserved. 25 25
Monitor and gather
information
Tier 1-3 one-on-one
support
Actively engage with customers
Moderate
interactions as needed
also Reduces Contact Center Costs
Customer issue
Self-Help Peer
Collaboration Social Media
Support Backbone Support
Cost $/Answer $$/Answer $$$/Answer $$$$/Answer
Social media provides lower cost channels for customers to resolve their issues
© 2012 Avaya Inc. All rights reserved. 26 26
Our Approach Customer Environment
Keyword
Driven
Language
Sentiment
Managed
Agents
Contact
Center
Agent Routing
Actionable
Mentions
Reporting Metrics / KPIs
tracking / SLAs
Public Cloud
facebook.com/GreatBank
Social Media Manager
Posts
Comments
Likes
#GB
© 2012 Avaya Inc. All rights reserved. 27 27
We learned a few things too Customer Environment
Keyword
Driven
Language
Sentiment
Managed
Agents
Contact
Center
Agent Routing
Actionable
Mentions
Reporting Metrics / KPIs
tracking / SLAs
Public Cloud
facebook.com/GreatBank
Social Media Manager
Posts
Comments
Likes
#GB
Approval ?
Sensitive
Subjects
© 2012 Avaya Inc. All rights reserved. 28
Contextual knowledge
@CarXYZ how do I get these wiper blades off my VW Golf?
Thank you @CustXYZ: Here is a link to the process or call me @ 18002221212
@CarXYZ thanks for the help before, but do you know why the top speed on my wipers might not work?
Customer Agent
~~3 weeks pass~~
Thank you @CustXYZ: Might be many issues, we have some great offers. I can make you a deal.
I hate my #CarXYZ
© 2012 Avaya Inc. All rights reserved. 29
Social traffic had grown to
over >10.000 mentions daily
Manually handled by
marketing department
Needed quicker
response times to
potential issues
How to intelligently
include contact center
agents in the social
response process
Avaya Consulting
Services engaged
Extracted & segmented
relevant items from
Facebook and Twitter
channels
Integrated with their
existing multi-channel
solution for consolidated
services
Identified 350 to 500 items per day needing
customer care
Reduced number of
items needing marketing
attention to less than
1%
Technology deployed
poised for future growth
and scale
Results in Action: Contact Center Integration
Global Retailer
Challenge Solution Results
European headquartered, global brick & mortar and online network
© 2012 Avaya Inc. All rights reserved. 30
Needed ability to offer an
integrated social
customer experience to
their outsourcing clients
Initially for their airline
clients they wanted to
avoid another “United
Breaks Guitars”
Establish policies for
managing any situation
(crisis, public image)
Avaya Consulting
engaged preparing their
sales teams when
discussing social media
Designed solution
gathering relevant items
from Twitter channels
Integrated with their
existing Avaya Aura multi-
channel solution for
consolidated services
Assisting travellers during transit receiving
positive social comments
Growing loyalty within
their clients customer
base
Gathering immediate
feedback on new
product introduction,
services as well as
competitors
Results in Action: Outsourcer Enablement
Motiva (MEX)
Challenge Solution Results
Outsourcer handling travel, retail, financial, healthcare and more
© 2012 Avaya Inc. All rights reserved. 31
HELLO NEIGHBOR! FUTURE
What„s coming?
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Real-time Interaction
In-channel interaction, moving from public to a private conversation, chat, call or video to continue the process
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Using Location Information
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A ‚Social Interactive Response Unit„ ?
Fully automated?
Hey @FlyAir: When„s the next flight to London?
@CustXYZ: Where are you departing from?
CustXYZ @FlyAir: I am in Berlin
@CustXYZ: Your next flight with FlyAIR departs at 1430. The one after is at 1650. Click here for booking bit.ly/xvFro
Early trials in process
Customer
‚Social IRU„
© 2012 Avaya Inc. All rights reserved. 35
Will there be a Social IRU?
Semi-Automated Agent Assisted
@BigTelco: My DSL line is down
Thank you @CustXYZ: Send us a DM with your line ID and we will contact you immediately
DM @BigTelco: 03019034599
DM @CustXYZ: We see your line has an interruption. An engineer is on the way to fix the problem.
Customer Social IRU
Live Agent
© 2012 Avaya Inc. All rights reserved. 36
Reach out for more information
http://socialmedia-academy.com/
http://www.mindtouch.com/
Social Media im Kundenservice
Smart Service im Social Web
Juni 2011, u.a. A. Maher
http://slidesha.re/SM-im-Kundenservice
Andrew Maher Strategic Consulting
Managing Principal
@serviceplease20
Find all my social presences at:
http://xeeme.com/AndrewMaher
© 2012 Avaya Inc. All rights reserved. 37
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